This study is the first research output coming out from a newly launched project on Recreational mobility and trails in mountain destinations: Understanding Behavioural insights and New technology in relation to funding systems for high quality trails in a Swedish context, funded by the Swedish KK-foundation. The overall purpose is to analyse prerequisites for funding and management of trails as part of developing nature-based tourist destinations. This specific study looks at the challenge of understanding the consumer behaviour of tourists when it comes to the decision to contribute to trail funding by buying a trail pass and to understand if and how context of resort ownership, other visitors’ behaviour and the social norm, matters for the decision. With a quantitative approach and 346 filled in surveys we are sharing lessons learnt hwo to measure actual behaviour towards criticial questions.